MASS Analytics and Central Control Announce Global Partnership
Models Plus Experiments, a better standard for measuring ROAS
Bringing models and experiments together
MASS Analytics and Central Control have partnered to combine always-on marketing mix modeling (MMM) with large-scale, privacy-safe incrementality testing.
The goal is straightforward: connect continuous, system-wide measurement with direct causal validation, so advertisers can make better decisions with greater confidence.
Built on a modern data foundation
MASS Analytics’ Always-ON Analytics platform (MassTer PACE) is available on the Snowflake Marketplace, providing a cloud-native environment for continuous model refresh and analysis.
Running MMM directly on modern data infrastructure reduces latency, improves data reliability, and allows models to update as new data arrives, rather than on a fixed reporting cycle. This is most effective when models update continuously and experiments are used to validate and recalibrate them in-market.
What each side brings
MASS Analytics provides its Always-ON Analytics platform, a cloud-native MMM system designed for continuous refresh on modern data infrastructure.
Central Control provides experimental design and execution, including geo-based randomized controlled trials that measure incremental sales impact directly from first-party transaction data.
A combined measurement approach
Models Plus Experiments (MPE) sits at the top of the hierarchy of advertising evidence, combining the coverage of models with the causal clarity of experiments.
Models and experiments serve different purposes.
Models provide coverage, continuity, and a system-wide view of performance across channels.
Experiments provide causal evidence, isolating the incremental effect of advertising on real business outcomes.
Used together, they reinforce each other. Experimental results calibrate and validate model outputs. Models help identify where testing will be most informative and cost-effective.
Why this matters now
Measurement has become more complex and less reliable.
Identity-based approaches are increasingly constrained. Platform-reported metrics are not comparable across channels. Many methods rely on assumptions that are difficult to validate.
At the same time, marketing decisions still require clear answers: what is driving sales, and where should the next dollar go?
This partnership is built to address that gap with a practical, transparent approach grounded in experimentation and supported by modeling.
U.S. partnership and role
As part of the partnership, Central Control will serve as MASS Analytics’ U.S. partner for commercial and client-facing work.
Rick Bruner will take on the role of Head of U.S. Partnerships at MASS Analytics.
What comes next
The firms will work together on client engagements, joint measurement frameworks, and published guidance on integrating MMM and experimentation.
The focus is on making this combined approach operational: faster to deploy, easier to interpret, and aligned to real decision cycles.